Public broadcasting plays an important role in our society. That’s the message the Canadian Broadcasting Corporation (CBC) wanted to be heard by all Canadians, including its own employees. In late 2016, CBC called on Ascribe to develop a name and copylines for its internal values program, as well as an engagement plan to effectively communicate the common values shared by CBC staff. Our team was asked back in 2017 to develop creative and engaging tagline options for promoting the Corporation’s annual public meeting, and to write taglines and ad copy positioning CBC’s role as Canada’s national broadcaster, culturally and informationally.